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5 Mistakes to Avoid When Conducting Online Surveys

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5 Mistakes to Avoid When Conducting Online Surveys

By Unimrkt 19/09/2022

When done right, online surveys can be an extremely effective tool for primary market research. In theory, survey programming appears to be simple to design and set up, especially with the help of an online survey company. Despite its simplicity, numerous mistakes may happen during the procedure, which reduces the effectiveness of the surveys and wastes a lot of time. The best way to avoid such mistakes is to have a specialized online survey company handle your survey data processing and tabulation needs. Even if you hire a research support company to assist you, it always helps to stay aware of the common mistakes that should be avoided at all costs. Let's look at the 5 common mistakes to avoid when conducting online surveys.

1. Using non-validated scales

It is necessary to utilize "measurement scales" to quantify certain complicated notions (such as loyalty or contentment). The scales are made up of a number of options to help you comprehend the various facets of this approach. The response scale must be as impartial and feasible, and should approximate a mirror image. If you establish different levels of satisfaction, they must also be balanced on the other side. The ideal scale appears as follows:

How would you describe your satisfaction level?

  • Very high
  • High
  • Average
  • Low
  • Very low

The above scale is more effective than the following:

How would you describe your satisfaction level?

  • Very high
  • High
  • Average
  • Poor

2. Asking known associates to complete the questionnaire

When interviewing known associates for the sake of completing your survey, it’s worth noting that future consumers will not look exactly like those few dozen people in your network. Involving only your known contacts for interviews might suit your immediate project requirements, but their opinions won’t matter in the long run, especially when you are aiming to develop a viable product. In such scenarios, the outcomes will surely be biased, failing to accurately represent reality. You must avoid this mistake at all costs.

3. Asking the most important questions in the end

Leading global online survey companies always advise researchers to ask the most crucial questions—those that demand the most amount of cognitive effort—as early as possible. For instance, questions that involve customer sentiment or thought-provoking ideas must be asked at the early phase of your survey. On the other hand, if possible, save the fundamental inquiries—sociodemographic inquiries like gender, age, and so forth—for the very end. These questions don't require any effort from the respondent.

4. Using too much jargon

When structuring your questionnaire, avoid using industry jargon or specialized terminology that the average respondents might not comprehend. You must design your inquiries in a way that allows everyone to understand them without a third-person’s intervention.

5. Proceeding with the survey without context

Another huge mistake that amateur market researchers commit is proceeding with an online survey without explaining the context. If you assume that all the survey respondents have a clear understanding of the reason behind the survey, chances are you may be mistaken. Different participants might view the online survey from a different perspective. If they are not clear about the expected outcome of the survey, they might craft answers differently, which could lead the survey findings to deviate from the expected course.

Final word

Online surveys can be extremely beneficial for detecting and anticipating changing customer sentiments and market demography. When looking to collect high-quality data using online surveys and other tools, it helps to partner with a proven online survey company. Unimrkt Research is one of the leading global market research organizations that have immense experience operating in different industries, across different countries, and in a variety of languages. To learn about our market research consulting services, call +91-124-424-5210, email or fill out our contact form.

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